The Traitors: Is a Welsh accent really more trustworthy?

In the third season of the BBC reality show "The Traitors," a contestant from London, in an attempt to improve her chances of survival, pretended to be from Abergavenny in Wales and adopted a charming Welsh accent. The 33-year-old contestant, named Charlotte, stated that she believed the Welsh accent to be one of the most trustworthy, as her mother is from Wales.

However, can a Welsh accent truly help contestants gain trust on the show, or even in life? Dr. Mercedes Durham, a sociolinguistics professor at Cardiff University, suggests that while people do perceive Welsh accents as friendly, they don't necessarily associate them with intelligence. She points out that people find the accent amusing, attractive, and amicable, but not linked to high intellect. Nevertheless, a connection exists between friendliness and trustworthiness, which might explain why Charlotte adopted a Welsh accent.

Previous Welsh contestants, such as Andrew Jenkins from Talbot Green and Amanda Lovett from Swansea, have achieved success on the show with their accents. Amanda stated that her Welsh accent made her appear like a maternal figure, potentially lowering other contestants' guard. She believes people might have thought she was not shrewd enough to be a "Traitor." However, she also jokingly expressed disapproval of "stealing" a Welsh accent, as they are proud of their Welsh heritage. Andrew, on the other hand, mentioned that he could immediately detect Charlotte's fake accent because her London accent would occasionally slip through.

Besides Charlotte, there are two other Welsh contestants this season: Ellen from North Wales and Leann from Holywell in Flintshire. Dr. Durham points out that there are many variations of the Welsh accent, and people tend to resonate more with specific regions. She believes that the South Wales Valleys and Barry Island accents of Glamorgan are the most recognized externally, owing to the influence of shows like "Gavin and Stacey." The recent trend of many contact centers choosing to set up or expand in Wales might also be linked to the "comforting" and "sympathetic" qualities of the Welsh accent.

A study by Sheffield University and Spa Seekers ranked the Welsh accent as the most relaxing in the UK in 2024. Dr. Durham believes that people have a fondness for all Celtic accents, including Irish and Scottish, because they all carry friendly connotations. Standard English (also known as Queen's English) also tends to gain trust, but primarily due to its social status. Conversely, accents such as Birmingham, Liverpool, and Cockney are often less popular. Research by Ilaria Torre from Plymouth University indicates that trust in accents changes over time and with relationships. While a Welsh accent might be a good start, ultimate trust depends on an individual's actions. Currently, the first three episodes of "The Traitors" are available on BBC iPlayer and are being broadcast on BBC One.